Recently, data breaches have been increasing in many organisations, causing a spotlight to be put on the security practices such as 2 Factor Authentication(2FA) technology and the methods used to protect cyberspace. This has resulted in an opportunity for passwordless authentication technologies. Biloq is an early stage venture which aims to develop hardware and software to provide continuous authentication without the burden of extra login steps that are present in existing technologies such as 2FA. This project aims to identify lead users for Biloq’s new product in the cybersecurity space. To answer this research question, first desk research was done to identify current trends in authentication technologies. This was followed by a stakeholder analysis to identify the people who are involved in ensuring the cybersecurity of their organisation, specifically with respect to the robustness of digital systems and how their staff perform authentication on a daily basis. After this, semi-structured interviews were conducted with the identified stakeholders to spot behavioral and preference patterns and narrow down as precisely as possible the type of persona which would most likely be interested to adopt Biloq’s new products and services. The final outcome of the project is identification of lead users for this new paradigm of authentication.